FBC


UPFRONT» Sales


Authenticity Is In! S


• Concentrate on their success, not


ales icon Zig Ziegler once said, “You get want you want in life by helping others get what they want.”


If selling is that simple, why are so


many people in the fitness industry still treating clients like a number? To update the sales approach, the


first step is to hire candidates who are truly empathic, are service oriented, are sales leaders, and who have sol- id values. During job interviews ask questions that let you accurately judge each applicant’s character. Second, you need to update and up-


grade your sales training materials. Here is a short summary of how the sales process should be executed: • Let clients tell their stories before


you tell yours. • Try and understand their stories. • Listen intently, and get to know


what they really want to accomplish and why. What is really going on with these clients? • Figure out what has been holding


them back. 14 Fitness Business Canada May/June 2017


your own. A great sales process involves the


membership advisor asking ques- tions in a conversational manner, not in a question and answer format. You will know how to help them once you know enough about them. Just wait …stay in the question. Do not jump to solutions. Get to really know them personally. How we interact with clients is key.


The best membership advisors are the best communicators. They have the most advanced interpersonal skills; they influence, persuade and sell more because they take a consulting ap- proach. But most importantly, they are good listeners.


Stop selling and start helping You need to understand the spe-


cific value you can bring to your cli- ent. This includes problem solving and sharing your insights and perspectives at the right time. Today, clients have researched their


The old-school sales approach is so out BY PAULA COMFORT


options before they visit your club and meet with you. Therefore you must be quick to bring data, insights and experiences into the picture to create deeper dialogue. Solutions need to be personalized. You need to think about their personal motivators and to be completely transparent with what you can do to help them. The biggest difference today with


all the competition out there is YOU. Yes, it is you. When so much is equal, the experience the client has with you—your approach, your relationship, their trust in you and your brand—is key. You must develop trust, credibility and influence quickly.


Paula Comfort has 20+ years of experience in the fitness in- dustry. Most recently she was managing director of Fitness for Spa Chakra Inc., a luxury spa and health club company where she started the division.


Previous roles include area vice-president of The Sports Clubs of Canada/Bally Total Fitness. She is currently a partner in her own consult- ing company, 360 Impact Group. Contact her at paula@360impactgroup.com or 416-565-6025.


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